Private Lipstick, a color-changing lipstick that morphs into each woman's personal shade, is the first of its kind to transform a single shade of lipstick into an endless variety of hues. This silky lipstick goes on smooth, and the rich pigment changes within five minutes to leave behind the ultimate perfect shade.
Private Lipstick’s proprietary formula includes a blend of three naturally derived pigments - annatto, hibiscus, and henna - and the technology behind the classic “mood lipsticks” of the seventies to provide a shade that adapts to suit each individual's coloring. Annatto lends a rich pigment base, while hibiscus flowers offer gentle antiseptic properties, and henna leaves behind a long-lasting stain. Additional hydrating ingredients such as beeswax, caster oil and Vitamin E keep the lip color lightweight and emollient.
Okay, it does go on smoothly. I'll give it that. It's also a nice red colour, and everyone knows I'm a sucker for reds.
But. I didn't see any significant colour-change that would indicate to me that it does what it says. Granted, I don't know anyone else who's tried it, so I can't say for sure. Also didn't think it was particularly moisturizing, but I have dry barren desert lips, so I might not be the best judge.